There’s a really clever strategy you can use to build referral relationships through blogging.

Here’s the quick five-step summary:

  1. Identify a dream referral partner
  2. Think of a blog topic relevant to their business
  3. Ask the referral partner to provide quotes
  4. Write the blog and send it to them for approval
  5. Publish the blog and share the link with them

This strategy works on two levels. First, the blog offer gives you a pretext to contact your dream referral partners. Second, the free publicity makes them feel indebted to you.

What do referral partners do when they feel indebted to a business? They send them referrals.

Let’s go through each of the five steps so you can understand how to execute this strategy.  

Identify a dream referral partner

Imagine you run a mortgage broking business. In that case, your dream referral partner might be an accountant.

But don’t pick just any accountant. You want the accountant with the great reputation and the flourishing practice – the one you’ve been too nervous to approach.

Think of a relevant blog topic

Now you’ve identified your target, think of a topic that would not only be relevant to your mortgage broking business, but would also be relevant to Nigel Numbers’ accountancy practice.

Here are some examples:

  • How to use negative gearing to reduce your taxable income
  • 3 tax traps to avoid when buying your next property
  • The tax consequences of offset accounts and redraw facilities

 Ask the referral partner for quotes

The next step is to contact Nigel Numbers. 

Warning: the way you make the pitch is crucial. 

Don’t act like Nigel will be doing you a favour, because then he won’t feel indebted to your business. 

Instead, explain why he would benefit from the arrangement, and also stroke his ego a little.

Finally, do not mention that you expect Nigel to give you something in return (such as referrals), because otherwise you’ll be offering Nigel a tawdry business deal rather than a generous favour.

Hi Nigel,

I’m Jane Smith, the owner of XYZ Home Loans.

We regularly publish blogs, which we upload to our website, post on social media and send out in our monthly newsletter.

I was just about to write a blog about negative gearing when it occurred to me that the blog could really do with some quotes from a highly experienced tax expert like you.

Would you mind if I emailed you a few quick questions?

Once I write the blog, I’ll send it to you for approval, so you have a chance to make any edits you like.

Once you approve the blog, I’ll upload it to the XYZ Home Loans website and send you the link. I’ll also post it on social media and include it in our newsletter, which will be great free publicity for your business.

What do you think?

Regards,

Jane Smith

Nigel will think five things when he reads your email:

  • His brilliance has been recognised
  • He will have full editorial control over the blog
  • He could win clients by being exposed to your database
  • He doesn’t have to pay a cent for this wonderful publicity
  • He loves you!

Write the blog and send it for approval

Once Nigel accepts the proposal, send him a few simple questions that allow him to show off his expertise and promote his business. For example:

  • What is negative gearing?
  • How can property investors use negative gearing to reduce their taxable income?
  • Why is it important for investors to seek advice from a highly experienced accountant?

Write the blog in such a way that Nigel comes off looking like a star – because, don’t forget, you want him to feel indebted to your business.

Send Nigel the blog for approval. Accept all his suggested changes (unless he proposes something crazy). 

Publish the blog and share the link

Finally, publish the blog. Send Nigel a link. Also, tag Nigel when you post the blog on social media and forward him a copy of the newsletter in which the blog appears.

This five-step process will not only leave Nigel feeling indebted to your business, it will also make you look trustworthy, professional and reliable.

Now you’re in a perfect position to take the relationship to the next level:

Hi Nigel,

Thanks again for those great quotes. It was fun to work with you on the blog!

It would be great to put a face to the name. Are you free for a coffee on Thursday?

Jane